I'm excited and proud to have been invited by the kind folks at the far-eastern end of our state to present at the AIGA Knoxville "Sustainability Speaks: The Living Principles + Practice" on Dec. 8.

Along with evangelizing the AIGA's "Living Principles" to my colleagues, I will be sharing the story of how Perdue Creative came to specialize in the areas of sustainability, corporate social responsibility and cause marketing, and — more importantly — how we all as communication design professionals can be SustainABLE.

Presented by Mohawk Fine Papers along with Hart Graphics, the event will be held at the Knoxville Museum of Art Auditorium, Dec. 8 at 6:00 p.m., with refreshments provided at 5:30 p.m. and sponsored by the Maryville College Environmental Studies Program.

75% of the proceeds will be donated to Community Shares of East Tennessee, a social change organization in Knoxville, connected to member groups focusing on poverty, health care, violence, education and environmental sustainability in East Tennessee.

Visit knoxville.aiga.org for more information and to register online.

You've heard that a tree grows in Brooklyn. Well, "Print Grows Trees" — the campaign designed by Perdue Creative to help preserve America's forests — has branched out to New York City's fabled Times Square. And we couldn't be prouder.

Developed for the Education Fund of Printing & Graphics Association Mid-Atlantic (PGAMA), “Print Grows Trees” connects consumers to the private landowners who control almost 60% of America’s woodlands. Age, demographics and financial pressures are causing these landowners to sell or transfer land at an alarming rate, and an average of 4,000 acres of forest is being converted to development daily. “Print Grows Trees” dispels the misconception that by using less paper, trees are saved. Facts show that using paper actually gives landowners the financial incentive to keep America’s woodlands safe from development and managed in a sustainable manner to contribute important ecosystem benefits such as water management, wildlife habitat and carbon sequestration.

For facts about America’s forests and the paper and printing industry, along with a personal account from Jo Pierce, who owns 2,000 acres of private woodlands in Maine, visit printgrowstrees.org.

Beyond simply reporting the incremental improvements in its reduced environmental footprint, Verso Paper Corp. wanted their 2010 Sustainability Report to convey the passionate way in which their employees support the company's sustainability efforts — financially, socially, as well as environmentally.

"At the heart of all we do..." became the over-arching theme used to encompass the abundance of anecdotes, updates, charts and data, which serve to tell the story of Verso's continuous sustainability efforts. Interspersed throughout the report are photographs with accompanying quotes from Verso employees, customers and environmental and community partners. Together, these testimonies put a softer, human touch on a report that is nonetheless filled with rock-solid facts and figures.

As with previous Verso sustainability reports, the 2010 report employs a printing technique that takes advantage of the tactical nature of paper. The cover features a globe made up of myriad laser die-cut symbols representing Verso's far-ranging sustainability concerns. At the center of these symbols is that of a heart through which is seen a brilliant green photographic image of nature on the inside preface page.

For more about Verso's commitment to "sustaining our planet, our business and our people," to download a PDF or to request a printed copy of the 2010 report, visit the Verso sustainability website.

 

Two very different cause marketing videos created by Perdue Creative were honored in the 32nd Annual Telly Awards. "How do you agape?" an online video for Agape Child & Family Services won a Bronze Telly in the Social Responsibility category, and "Go Paper. Grow Trees." for International Paper took the Bronze Telly in the Green/Eco-Friendly category.

As an online video component to our brand awareness campaign for Agape Child & Family Services, this video was based on unrehearsed, man-on-the-street interviews, asking random people on the streets of downtown Memphis the same question..."How do you agape?"

The animated video "Go paper. Grow trees." is an integral part of a cause marketing campaign developed for International Paper to give consumers the facts on how using paper products makes a direct contribution to the health of trees and forests.

Saturday, Feb. 19, the Memphis chapter of the American Advertising Federation honored communication design firm Perdue Creative with one gold and five silver ADDY awards.

"Print Grows Trees", developed for the Printing & Graphics Association Mid-Atlantic in Washington, DC, received  the gold ADDY for illustration and four silver ADDYs in the logo, poster, transit ad and campaign categories.

The video component of the "Go paper. Grow trees." campaign, produced for International Paper, received the silver ADDY for industry self-promotion, interactive media category.

"Print Grows Trees" is a cause marketing campaign developed on behalf of the printing industry to challenge the widely-held belief that by using less paper, trees will be saved, and shows that print on paper actually helps to grow trees.

"Go paper. Grow trees." is a similar campaign developed to give consumers—from middle-school age and older—the facts on how using paper products makes a direct contribution to the health of trees and forests.

 

This week marks the launch of our awareness campaign for International Paper, entitled "Go Paper. Grow Trees.", which gives consumers the facts on how using paper products makes a direct contribution to the health of trees and forests.

According to the Food and Agricultural Organization of the United Nations (FAO), a majority of the 750 million acres of U.S. forests are privately owned. These private owners—mostly family tree farmers—will ultimately determine what happens to our forestlands, which we depend on for many social, ecological and economic benefits.

"Go Paper. Grow Trees." was created to connect readers to the challenges private landowners face in growing and maintaining healthy forests. Promoted in online banner ads, a print magazine ad and via ground-roots spreading of the word with an email signature graphic and social media such as YouTube and Facebook, the campaign is centered around an interactive website that provides numerous forestry facts and dispels many myths, while offering multimedia tools, including a "Go Paper. Grow Trees." video.

“It’s important to understand that tree farmers and other private landowners plant about 4 million trees every day, which is about three to four times more than they harvest,” said Teri Shanahan, IP’s vice president, Commercial Printing. “By planting trees and managing forests responsibly, landowners are given the financial incentive they need to maintain and protect the valuable forest resources that provide benefits for present and future generations.” Without the income from tree farming, landowners face economic pressure to pay property taxes and replace lost revenue. A common outcome is converting forestlands to other uses such as agricultural crops that have shorter growing and cash cycles than forest products. Another tempting prospect is to sell the land for development. In either case, the forest is removed forever and so are the benefits of cleaner water, better air, wildlife habitat and biodiversity. Healthy forests are life-support systems—and demand for paper products ensures landowners continue to farm trees.

“By providing a clearer understanding of who owns the forests and the challenges these landowners face, ‘Go Paper. Grow Trees.’ is intended to correct misinformation and provide a realistic perspective on the role that paper products play in keeping our forests healthy and growing,” added Shanahan. “Consumers continue to be environmentally conscious in the choices they make, so it’s important they base their decisions on facts. The facts are paper is a completely sustainable, renewable, recyclable and biodegradable resource—and using paper can actually lead to a healthier forest ecosystem and the demand for and growth of more trees.”

For more information on the awareness campaign, visit GoPaperGrowTrees.com.

Specific goals. Publicly stated, self-imposed deadlines. Real change.

Hat's off to KFC!

What is your company doing to reduce, reuse or renew? What are you doing that people can rejoice about?

Congratulations to our very own Suzanna Phelps-Fredette who today marks her start as a contributing blogger on World.edu, an online community focusing on sustainable education and collaboration within higher education, business, not for profit and lifestyle.

World.edu is an international source of information and opportunities, providing and promoting skills, jobs, technologies, products and ideas that have a positive impact on the environment, economy and quality of life. It is owned and operated by World Education Network, a family owned and run business located in Queensland, Australia, creating and developing education resources for the general public since 1990.

Suzanna's first post, "No More Mr. Nice Green?", addresses an apparent trend in green marketing she refers to as the "ball peen hammer" tactic.

I'm pleased as punch to see Suzanna on this new global soapbox, and I look forward to more of her usual thought-provoking posts.

File this under "What Were They Thinking?" And view it with discretion: This video promoting the UK's 10:10 environmental campaign shows children and adults blown to bloody bits. Entitled No Pressure, the film features X-Files' Gillian Anderson and English footballer Peter Crouch with soundtrack music by Radiohead, and was intended to encourage viewers to take personal action in reducing their carbon footprints.

In several graphic scenes, committed environmental campaigners use a detonator button to blow up uncooperative or reluctant members of the public, including schoolchildren and even Special Agent Dana Scully herself—to gut-wrenching (and gut-flinging) effect.

Rank this up there with Audi's "Green Police" Super Bowl ad as one of the most misguided attempts at green marketing in recent history.

Our planet is in peril, and the last thing we need is more polarizing—and politicizing—of this critical issue. We need rational discussion, personal commitment and radical change. But those who believe climate change is a bunch of left-wing lunacy and even apathetic people sitting on the fence are not going to be swayed by messages like this. In fact, it reinforces the notion that climate change is nothing more than scare tactics propagandizing Big Government/Big Brother mind control.

You can't mandate morality. And that's what this is about after all, isn't it? A moral issue. Are your choices and actions causing harm? Will you put the welfare of others above your own? Will you leave the planet a better place than you found it?

I am excited to report that Suzanna has been invited to join the newly formed Women’s Group of the American Forest Foundation.

Formed earlier this year, this group has pledged to help bring awareness to the AFF’s mission: to ensure the future of America’s forests for current and future generations. The U.S. is losing 1.5 million acres of forestland each year, and we need to save these forests by helping the public understand, value and support the social, economic and environmental benefits they bring to our communities, our nation and our world.

Suzanna, who makes her home in Holly Springs National Forest, has long been a proponent of our forests and has become increasingly concerned as fragmentation, development, insects, invasive plants, wildfires and other dangers encroach upon these keepers of our delicate ecology that provide us all with clean air, water, shade, beauty and retreat.

“I am thrilled to be invited into this arena,” she says. “It will give me an opportunity to help spread the word to women across America, who hold the key to education, influence and action.”

"As a forest dweller myself, I see firsthand the threats to our precious woodlands. I am surrounded by both publicly and privately owned forests, and the rate of fragmentation is alarming. It’s time for me to contribute to the cause in a more direct way, and I am truly honored to be a part of this effort.”

GOOD asked their Twitter followers and Facebook fans to post their commute to work on the GOOD Facebook wall, promising the submission with the most "Likes" a year subscription to GOOD magazine.

Sounded like fun to me. So here it is, my 27-step commute to work.

I don't know if I'll win the free subscription, but it was nice stepping back for a minute and remembering how fortunate I am. Am I spoiled or what?

"Print Grows Trees," a promotion we created for the Printing & Graphics Association Mid-Atlantic (PGAMA), has resonated with printers and print consumers around the world since launching March 22. Promoted through industry press releases and transit ads (below), the "Print Grows Trees" website has attracted over 9,000 page views, thousands of visitors from as far away as South Africa, and over 1,800 results on Google, not to mention Twitter tweets and Facebook posts.

The posters strategically placed throughout Washington, D.C. are also drawing interest with more than 60 campaign inquiries to date, and will reach 54% of the city's adult population an average of 4.3 times during the campaign's five-week duration.

"Print Grows Trees" challenges the widely-held belief that by using less paper, trees will be saved, and shows that print on paper actually helps to grow trees.

A beautiful reminder of why we do the things we do to promote sustainability.

I especially love the fact that after two minutes of people saying "That's a difficult question." and "I don't know." the first person to offer a solution says "Plant trees" and the second one says "Protect our forests."

This is indeed a difficult question, and an even more daunting task. But climate change can not be left to government or corporations to solve alone, it must be addressed on an individual and personal level.

What would you do to solve the climate problem?

"This is a time to roar back and assert and celebrate the beauty of the printed page."
Dave Eggers, author and founder of McSweeney’s from The San Francisco Chronicle

Nobody does print on paper like McSweeney’s, the San Francisco publishing house (and pirate store/children’s writing workshop) founded by author Dave Eggers. They publish the kinds of books you wish you had written, with special editions that make you long for a rainy day and a great big armchair. The wildly popular, one-time only, Sunday-edition-sized newspaper San Francisco Panorama is their latest attempt to “demonstrate all the great things that print journalism can (still) do.”

To my delight, the lead story of the Opinion & Analysis section of Panorama is Nicholson Baker’s “Can a Paper Mill Save a Forest? The strange possibility that the transferring of information digitally is more environmentally destructive than printing it”, featuring none other than our client Verso Paper and the Androscoggin Mill in Jay, Maine. Baker visits Jay and sees firsthand the economic devastation caused by Wassau Paper Company’s closing of the other mill in Jay – the Otis Mill. That’s one story.

The other story is how “print grows trees” by keeping forestry profitable for landowners. Baker quotes Don Carli, research fellow at the Institute of Sustainable Communications: “Hamburgers and condos kill more trees than printed objects ever will.” Carli goes on to explain that when landowners can no longer generate income from logging, the developers move in and offer steep premiums that far exceed what the land is worth as a forest. Land that’s been clear-cut for low-density development is truly deforested, and all the benefits of that forest, such as biodiversity, carbon sequestration, watersheds, beauty, recreation, etc. are lost forever.

HOORAY, I say. Finally someone other than a paper company has stepped up to the plate and spoken the truth, cutting to the heart of the well-propagated myth—which, according to Carli, some might say is a fraud—that if we stop using paper, they’ll stop cutting down trees.

This is not a harmless little myth – it’s a myth that has significant environmental and economic consequences. There are 44 million acres of U.S. forestland that are in danger of being sold for development or converted to agriculture in the next 20 years. Mill closings across the country are tearing communities apart where three generations of families have been supported by the forest products industry. Working forests are healthy forests and contribute to a healthy community.

We at Perdue Creative are very proud to be a part of creating the soon-to-launch "Print Grows Trees" campaign with the Printing & Graphics Association, Mid-Atlantic (PGAMA). The campaign website will give us the opportunity to expose the real facts and figures about deforestation and the role that paper and print play in keeping our forests alive and well.

We’re hoping that Baker’s article will reach a new audience of people who bash paper based on their false assumptions. We need a new generation of better informed tree huggers, and maybe McSweeney’s can help reach that generation.

Meanwhile, I’ll go on banging my little paper drum and this Sunday, when it starts raining again, I’ll stretch out on my couch, peruse the rest of my Panorama, shop from my Anthropologie catalog, stick “Yes” stickers on all the stuff I want in my Lucky magazine and scribble a few notes in my journal.

P.S. -- If you’re going to San Francisco, be sure to wear some flowers in your hair and visit 826 Valencia Street in the Mission District. You can check out all of McSweeney’s titles, buy some glass eyeballs and, if you’re lucky, see a children’s writing workshop going on in the back room.

Writers. They’re so darn finicky about words. What’s the big deal? Why do they argue over every little change you try to make to your copy? Well, let’s examine the power of words.

Take for example the highly controversial “Global Warming” phenomenon. Right about now, most people around the world are probably saying, “Boy, that’s funny – this is the coldest I’ve ever been in January.” In most minds, “warming” means just that – that it will be warmer.

Of course “global warming” doesn’t really mean that every day of every year in every location is going to be warmer than it was before. What “global warming” actually means is that the climate is changing. And who in their right mind would argue with that?

These days you hear the term “climate change” a lot – but the damage has already been done. If Al Gore (et al) had just had a good writer around, they might have started the battle with the term “climate change” instead of “global warming” – and think how much further along in the discussion we could be as a planet if we hadn’t been arguing over the fact that it’s colder this winter than it was last year!

When brainstorming a way to recognize our clients, vendors and friends this Christmas, our thoughts went to Heifer International, the humanitarian organization whose headquarters we had the pleasure of visiting last summer and discovered the gift of honeybees. When you think of giving back and paying forward, what could be more appropriate than helping to increase a healthy bee population on planet earth, while in turn giving a family a viable way to support themselves? With the gift of honeybees, hives and training in beekeeping, families around the world — from Uganda to EL Salvador — gain the ability to earn income through the sale of honey, beeswax and pollen. And, when placed strategically, beehives as much as double some fruit and vegetable yields through natural pollination. In this way, a beehive not only helps one home; it can be a boost to a whole community. Bees are possibly the most essential living creatures, and they are in danger. Planting flowers that provide nectar and pollen for bees, and reducing pesticide use, when implemented by many people, can save our bees and restore health and diversity to our agricultural and urban landscapes. Simple and sweet, honeybees are just one of Heifer International's solutions to hunger and poverty. And this Christmas we're proud to honor our clients and help make a family's life sweeter. Wherever home is for you, we hope you'll "bee" home for Christmas. Peace.

It must have been 10 years ago when Prince Charles began urging British companies to put carbon labeling on all of their products. Many scoffed. Few complied. He then proceeded to “walk the walk” and monitor his own carbon footprint, even recently converting his 38-year-old classic Aston Martin – a 21st birthday present from the Queen – to run on 100 percent bioethanol fuel distilled from surplus British wine. (Who knew the British had surplus wine?)

The idea has been slowly catching on around the world, and with Walmart’s Sustainability Index (an initiative that will eventually rank every product on the retail giants' shelves so every customer will know exactly how sustainably it was produced), companies are going to have to play or pay. After all, when Walmart says jump, the world says, “How high?”

This is going to be a great day for the “paper vs. pixels” argument currently raging. International Paper recently brought the argument to light with their Down to Earth piece entitled “Are Pixels Greener than Paper?” (PDF 872kb) and they drew both praise and criticism for their efforts. The long and short of it is – if your digital gizmos and your ream of paper had carbon labels, the argument wouldn’t be quite as controversial.

Paper has got a lot better track record than plastic electronics – from the cradle to the grave. As much as we may want to think that our emails and iPhones are better for the planet, they are not made from renewable resources, can’t be economically recycled, don’t use as much as 50 percent biofuels to be manufactured, can’t biodegrade and don’t create an incentive for anybody to keep growing trees on Planet Earth.

We applaud International Paper for sticking their necks out and putting down some hard facts that not only help people think more clearly, but also may force the digital revolution to do a better job of owning up to its environmental impact. And we’re proud to be a part of the Down to Earth project with them.

So people – get out your Aston Martin, some unused wine and a jaunty driving cap and get ready for the labeling revolution. When you start tallying up your daily carbon footprint, you’re going to have to green up or go home.

AIGA, the professional association for design, last week unveiled “The Living Principles for Design”, touted as “the first quadruple bottom line” sustainability credo. The Principles bring together the well-known aspects of triple bottom-line sustainability – environmental stewardship, economic value and social responsibility – and add to them a fourth element: cultural vitality, the way in which communities cultivate traditions and develop commonly accepted values.

Reading this, I was reminded of the power of design to inspire change, to affect attitudes and to alter behavior.

Think about it. Design has been used to sell a lot of products. (Think Nike “swoosh”.) Design has been used to do a lot of bad things. (Think Nazi swastika.) Throughout the ages, design has changed culture, be it corporate culture or social culture. That’s because design connects people with ideas, motivates behavior change and shifts mindsets. Likewise, design has the same power to affect sustainable behavior, bringing about cultural change that impacts our planet and our future.

Our “War on Waste” campaign created for tissue manufacturer Kruger Inc. is a perfect example. Developed to help stem losses due to workplace carelessness and indifference, “War on Waste” involves simple, iconic messages that influence employees to develop more sustainable work habits.

Another example is the naming and brand identity developed for HopeWorks Wonders, an apprenticeship and retail store offering home furnishings made and refurbished by chronically unemployed, helping them to find and keep jobs. The work we did affected cultural change for both the people being served by this great organization and the people serving.

We believe the best design not only gets noticed but gets results. Design for the sake of design is not sustainable. Design must serve a higher purpose or it is a waste of time, money and resources.

Every communication has some impact on the environment. Whether we email or send a letter, post a website or mail a brochure, we consume energy and resources. There are environmental tradeoffs in every choice we make.

Consider this: The electricity needed to produce 440 pounds of paper—the amount of paper each of us typically consumes every year—is the same amount of power required to operate one computer continuously for five months.

So, what is our response? How do we conduct business in a way that lessens our impact on the environment—short of just lying down and doing nothing?

Well, as it turns out, my mother’s advice to me as a child was right in more ways than I would have guessed: “If you haven’t got anything nice to say, don’t say anything at all.”

You’ve seen the eco-warning at the bottom of email messages from some well-meaning eco-conscious senders: “Think before you print.” With some 247 billion emails sent each day*, a better suggestion might be “Think before you write.”

More than ever, businesses need to make every communication effort count. We must print with purpose. Design deliberately. Build websites with objectives in mind. Know our audiences. Focus our messages. Publish with a plan.

Interestingly, our approach to communication has always been intentional — even in our blog we strive to post something of value, something that might spark an idea or prompt an action.

When I started Perdue Creative 20 years ago this month, our tagline was “Creative services from the right side of the brain.” Funny how some things come in and out of fashion—like design and communication trends. And some things stand the test of time—like a mother’s sound advice.

There are a lot of ways that CSR and sustainability are manifested in today’s businesses. By discovering what CSR personality type your company is, you can help to differentiate yourself from competitors and begin to communicate your efforts in a more compelling and individual way. If you’re using phrases like “integrated into our business model” you’re not telling your customers anything – you’re just filling in a blank on the corporate lingo bingo card. You can start defining yourself by finding your type.

Lifestyle

A lifestyle company is one whose commitment to the greater good drives the business. Many non-profits fall into this category, but companies like Patagonia, Seventh Generation and Timberland also come to mind. A lifestyle company is one that attracts people who live sustainably at home – who are personally committed and who look for a place to work that shares values they already have. In these companies, social responsibility is “in the blood.” They don’t do it because they have to, they do it because they want to.

Change Driver

A change driver company is one who has influence over other companies and drives change down through the supply chain. Big box stores are the best example. These companies can dictate the future of responsible business practices across the globe. By imposing standards on their vendors and refusing to do business with anyone who doesn’t meet those standards, they truly drive change in the global marketplace. Their customers become better stewards by default. It’s a powerful business model that literally forces everyone into a more responsible position.

Low-Hanging Fruit

A low-hanging fruit company is one whose products and/or practices have traditionally been easy targets for criticism. The forest products industry is a prime example. It’s easy to say, “Don’t use paper because you’re cutting down all the trees” and get lots of people to jump on the bandwagon. These companies aren’t always the bad guys, but they take the brunt of public criticism. They have the complex challenge of improving their practices, countering a negative image and assuring a modern workforce pool that they are operating responsibly.

Little Leaguer

A little league company is one whose business isn’t really under scrutiny for environmental or social behavior, but still feels that their CSR story is worth telling. Perdue Creative is a little leaguer. Who cares what this design firm does? In our case, WE care. We want the world to know that we seek out vendors who can provide paper and printing services that are third-party certified as sustainable – that we contribute to the greater good as a company and as individuals – that we’re concerned and active citizens of Planet Earth. Little league companies may have a greater philosophical story than lots of hard facts and figures, but that story is powerful.

Influencer

An influencer company is one who is actually altering public perception and behavior. Fast food chains, soft drink companies, automobile manufacturers come to mind. Whereas a big box will eventually alter public perception, their primary effect is backwards into the supply chain. An influencer company is changing public perception in order to generate a more sustainable business model, stay competitive and ensure that their image is changing with the times. By changing what their customers want, they improve their social and environmental performance.

Evolver

An evolver company “acts their way into a better way of thinking” because that’s what the times require – increased sustainability is part of surviving in business. Most companies fall into this personality type. Sometimes an evolver company may think that the changes they are making are imperceptible and not worth reporting, but today’s more educated customer wants to make sure that they are buying from a company who is making their best effort. Also, by highlighting efforts, no matter how small, an evolver company can create aspirational behavior within the ranks and may actually elevate the overall company mindset to a higher level of commitment to sustainability.

Defining your CSR personality type can help you craft a better – and more authentic – story for your stakeholders. It helps you to more precisely define your objectives and put your efforts into context. And it also gives your employees a better understanding of their role in the larger sustainability picture.

Perdue Creative, a full-service communication design studio, has launched a new product to assist companies in communicating their corporate social responsibility (CSR) and sustainability efforts more effectively.

“Green to Go was created out of a need we saw with our current clients,” says Jay Perdue, owner of Perdue Creative. “Some clients have a full-blown CSR or Sustainability Report but want a quick-read summary of all of that complex information, some clients aren’t ready to tackle the full blown version but need to state their position and get out their numbers in as succinct a package as possible without making too large a commitment of time and money.”

With Green to Go, clients can order a CSR or sustainability piece online by choosing design elements, filling out a questionnaire and even uploading their own images. “Using our Green to Go product doesn’t decrease the importance or value of CSR – it simply allows you to state your position in a format that is more accessible and compelling for the readers,” says Perdue. “It’s also a way for companies who haven’t yet communicated their CSR positions or efforts to get in the game with a really nice piece that doesn’t cost the moon or require as much commitment of time as a full-blown report.”

Perdue Creative specializes in CSR and sustainability communications. “Our years of experience in producing corporate annual reports and in branding companies taught us that it’s a company’s ‘story’ that sets them apart,” says Perdue. “And in today’s world, a company’s true story is nearly always found in their endeavors to balance their financial gains with social and environmental responsibilities. We love to uncover the individual personality and narrative that truly defines a company and communicate that through compelling content and good design. That’s what we do best. We’re hoping that Green to Go will encourage clients to move forward faster with their CSR communications, but if they want to approach it differently, we have full-service agency capabilities we offer them as well.”

You can get a taste of Green to Go by visiting www.perduecreative.com/greentogo or calling Jay Perdue at 901-763-2787.

Upon our return from the 2009 SFI Annual Conference, Wren, 7, selected the winner of the Plant-a-Tree Bracelet from the business cards we collected. Fred Cubbage, professor of Forest Policy, Economics & Certification at NC State University's Department of Forestry and Environmental Resources, was the lucky recipient of the much-coveted bracelet. Flower turquoise, Murano glass, jasper, turquoise, onyx, unakite, carved bone and jade beads are accented with a sterling silver Tree of Life charm. And with the purchase of the bracelet, a tree was planted in partnership with American Forest, a nonprofit conservation organization. Thanks to all conference attendees who visited our exhibit and entered their business cards.

Print ad to SFI? Check. Tabletop display? Check. Green To Go prototypes completed? Check. Green To Go brochures printed? Check. Two hundred and fifty green Chinese takeout boxes filled with 1,500 custom fortune cookies and emblazoned with Green To Go labels? Check.

It's been four months in the making, but we're now ready for the launch of Green To Go — our response to those businesses who know they need to be telling their sustainability story but don't know where to begin and to those businesses already reporting their sustainability but looking for the short and sweet message when just a taste is all that's needed.

Check out more photos of the takeout boxes on our Facebook photo album.

I was lucky enough to have a press approval in the Chicago area that coincided with Print '09 and allowed me to attend the printing industry's largest global trade show and conference. I was especially interested in seeing the debut of GreenSpace, a 4,500-square foot section of the trade show dedicated to educating people about what sustainability is and what "going green" really means to the print industry and its customers.

With 600-plus exhibitors covering more than 17 acres of exhibit space, Print '09 was HUGE. There were installations of full web and sheet-fed presses as well as demonstrations of the latest technologies in digital and variable data printing. Big players included names like Xerox, HP, Heidelberg, Kodak and Fujifilm.

In the GreenSpace Pavilion, there were consultants on hand offering free advice, the Green Theatre where several presentations were offered on a variety of "green" topics, and a smattering of exhibitors offering environmental products and services. Neenah Paper was there, along with GuangBo Paper Products (a Chinese company offering alternative papers made from such materials as cotton, bamboo, sugar cane and even stone) and representatives from Bureau Veritas (the international certification agency), the Sustainable Green Printing Partnership and Scientific Certification Systems (a third-party certification, auditing, testing and standards group).

Interestingly, there was plenty of "green" outside the GreenSpace Pavilion — paper companies with environmental products, manufacturers with low-impact printing solutions, as well as printers and print industry vendors with sustainable alternatives.Perhaps the day will come when everyone is "green" and every business has an eye toward sustainability. Until then, we'll continue to encourage businesses to "think green" and tell their sustainability story. And we're proud to be part of an industry that's on the front line in reducing our impact on the environment.

To see a few more things I saw at the show, see the photo album on our Facebook page.

    

This week our team got to see two of our favorite types of work — and two of our greatest strengths — come together in one assignment for tissue manufacturing client Kruger Inc. An internal communications effort to stem losses due to workplace carelessness and indifference, the "War on Waste" blends our talent for creating a strategic and cohesive campaign with our passion for making the world a better place.

Calling the reduction of waste their "Number 1 business priority," Kruger plant management was experiencing accidents, damaged product, spoilage, inaccurate product volume and other areas of waste at a rate that, if ignored, would have exceeded $3 million by year end. Fortunately, most of the areas of waste were preventable. What was needed was an increased level of awareness and commitment on the part of every employee — an all-out war in which everyone bands together to defeat the enemy.

The first shot in the Kruger "War on Waste" was a series of WWII-themed posters mounted in protective frames and strategically placed throughout the 1.8 million square-foot manufacturing plant. The Dispatch, a biweekly employee newsletter, introduced the campaign, describing and picturing the enemy, laying out battle plans and featuring the heroic efforts of individual workers. Incentives are planned for waste-reducing efforts with a company-wide family picnic as a final celebration when overall goals are achieved.

And as it turns out, war is a fitting theme for the plant. During World War II, it was an important site for building the infamous B-25 bomber planes.

 

Last weekend we took a roadtrip to Little Rock, Arkansas — an end-of-summer getaway for the family before school starts back up. At the top of the kids' must-see list was Wild River Country, the state's largest water park where we spent the better part of a day. But at the top of my list was visiting the world headquarters of Heifer International, the nonprofit, humanitarian organization whose goal is to end world hunger and poverty through self-reliance and sustainability. I'd read and heard about their Platinum LEED-certified building and was anxious to see their Earth-friendly, green headquarters up close and personal. I was not disappointed.

From the granite gravel parking lots which allow rainwater to seep through sand filters before funneling to a retention pond for later use, to the open floor plan which allows natural light to illuminate each work station, conscientious thought has been given to every detail of this place. As a result, the building requires 55% less energy than a conventional office building of similar size and the savings will pay off debt for the nonprofit in record time. 

Formerly a 22-acre railroad switchyard — 60% of which was paved — the site is now a thriving ecosystem including created wetlands where turtles, ducks and other wildlife have made their home. The site is also home to Heifer Village, a hands-on, global education facility with interactive exhibits displaying solutions to global hunger and poverty while caring for the Earth.

You can see more photos on our Facebook page, but I strongly urge you to visit. You will be inspired by both Heifer International's mission and the way they are putting their beliefs into action with their sustainably designed headquarters.

How many design agencies can say they work in the midst of a Certified Wildlife Habitat? Well, our little acre-and-a-half is just that — certified by the National Wildlife Federation for providing the four basic habitat elements needed for wildlife to thrive: food, water, cover and places to raise their young.

Why create a wildlife habitat?

It's eco-friendly. Landscaping practices that help wildlife, like reducing the use of chemicals, conserving energy and water, and composting also help to improve air, water and soil quality.

It invites wildlife back home. Restoring habitats where commercial and residential development have degraded natural ecosystems is a way of giving back to wildlife.

It adds curb appeal. Replacing grass lawns with native wildflowers, shrubs, and trees will increases the beauty of property and provides a nurturing refuge for wildlife.

It builds community. Gardening for wildlife helps us share our love of wildlife with neighbors and visitors and helps them get involved in creating a home for wildlife.

It's the right thing to do. Sometimes small businesses believe they can't make a difference. At Perdue Creative, we believe we can. And we look for creative ways to do our part and to help our clients do theirs as well.

It's fun! Watching wildlife in action is fun and relaxing. Our habitat attracts beautiful songbirds, butterflies, frogs, squirrels and other interesting wildlife viewed from the windows of our studio. And while working on those occasional late night deadlines, we've spied racoons and foxes as well!

Come visit us sometime. We welcome all of Nature's creatures!

What a week at the Business for Social Responsibility (BSR) Designing a Sustainable Future conference in beautiful San Francisco! More than 1350 participants from nearly 50 countries gathered to learn what the future holds for Corporate Social Responsibility, with keynote speeches from Gerd Leipold, Exec. Dir. of Greenpeace, Robert A. Eckert, Chairman & CEO, Mattel and Cynthia Carroll, CEO, Anglo American, among others. The breakout sessions were lively and instructive. I've got lots to share later on, but basically, here's the gist:

CSR is the hot topic for businesses from manufacturers to telecom to financial institutions.

Charts and graphs of key CSR indicators are no longer enough -- the emphasis now is on processes and best practices.

Companies are being encouraged to "put the squeeze" on vendors and suppliers who are not doing their part for CSR. If they can't comply, find a supplier who can.

When a company remains silent about a CSR issue, they will be considered complicit.

It's time to put a metric on your IMPACT -- both negative and positive -- quantify your sphere of influence.

There's so much more to share. Check back for key lessons learned at this informative and well-attended conference. I am sure that our participation in this important event will help Perdue Creative serve our clients better -- whether it's creating the right kind of sustainability report or crafting messages that help your company articlate processes and impact.